Premium producer of sugar-free and no-sugar-added baked goods partners with supermarket retailers to support the American Diabetes Association’s Step Out: Walk to Fight Diabetes events nationwide.

(Rock Island, IL) – Hill & Valley Inc., (H&V) America’s largest exclusive manufacturer of sugar-free and no-sugar-added snacks and desserts, is proud to announce its national promotional sponsorship with the American Diabetes Association’s Step Out: Walk to Fight Diabetes fund raising events in communities across the country. The Association hosts 160 walks each fall to raise money and awareness of their efforts to stop diabetes.

“Hill & Valley sells its Sugar-Free and No-Sugar-Added (NSA) products to the majority of the top 25 grocery retailers in the U.S.,” explains H&V CEO Scott Florence. Florence, whose own father suffers from diabetes, is leading the charge to rally H&V customers, retail partners and communities to help find a cure.

“We are partnering with retailers from Virginia Beach to Sacramento to help spread the word and get people involved in the cause,” says Florence. “Health care providers advocate that diet and exercise help manage diabetes. It makes sense for Hill and Valley to support Step Out: Walk to Fight Diabetes because we believe in improving the quality of life for people with diabetes.”

Walking the Talk
As a National Promotional Sponsor, H&V will partner with retailers in nearly 20 markets to help promote the Association’s Step Out events and recruit walkers to solicit contributions to support the mission of the American Diabetes Association. The effort is part of a larger, national sales promotional effort that includes in-store signage, samplings at local Step Out events, the sale of a sugar-free Oatmeal Cookies to promote the event and the creation of a virtual walk team to support H&V’s CEO as he collects donations for his local walk in the Iowa/Illinois bi-state area known as the Quad Cities.

Retailers participating in this year’s program include: Farm Fresh (Hampton Roads, VA); Kroger Food Stores (Cincinnati and Dayton, OH, Houston, TX, and Indianapolis, IN); Acme (Philadelphia, PA); Winn-Dixie (Jacksonville, Orlando and Tampa, FL); Basha’s (Phoenix, AZ); Lowe’s (Raleigh, NC); Food Pyramid (Tulsa, OK); Price Chopper (Kansas City, MO); Rouse’s (New Orleans, LA); Albertson’s (Salt Lake City, UT); Shopper’s (Baltimore, MD); SaveMart (Sacramento, CA) and Hy-Vee (Davenport, IA/Rock Island, IL).

New Step Out Cafés
Five of the markets involved in the Step Out Walk promotion will showcase a new “Step Out Café” on walk day. The café, co-branded with H&V, American Diabetes Association and retail signage, features a large tent offering free fresh fruit, H&V sugar-free/NSA baked goods, hot coffee and bottled water.

“There are nearly 24 million children and adults in the United States who are living with diabetes, and the number continues to grow. Our goal is to encourage these communities to support the American Diabetes Association’s efforts to find a cure for diabetes and, at the same time, create local support and excitement for these events,” said Mr. Florence.

The H&V products featured at the Step Out Cafés will be baked goods that meet the nutritional guidelines set by the ADA.

“Every dollar raised through Step Out plays an important role in supporting the Association’s mission: to prevent and cure diabetes and to improve the lives of all people affected by diabetes. We are thrilled to have Hill & Valley as a national promotional sponsor of Step Out and appreciate their efforts in helping us stop diabetes.”, said George J. Huntley, CPA, Chair of the Board, American Diabetes Association.

“Yes, our goal is to grow as an organization” says Florence, “but it’s also about more than sugar- free and no-sugar-added pies, cakes and cookies. I am very gratified by our retail partners’ support of this program. All of us – H&V, the American Diabetes Association, and our retail partners – want our families, our customers, and neighbors to stop diabetes.”


About Hill & Valley Bakery
(H&V) is a premium producer of sugar-free and no-sugar-added, baked sweet goods (e.g. pies, cakes, cookies and muffins) and is located in Rock Island, IL. With nationwide distribution via most of the largest retail supermarket chains in America, H&V ranks as the country’s largest bakery dedicated solely to the production of products exclusively for the diabetic market. You can learn more about H&V and the products it produces by visiting the company web site:

About the American Diabetes Association (ADA)
The American Diabetes Association is leading the fight against the deadly consequences of diabetes and fighting for those affected by diabetes. The Association funds research to prevent, cure and manage diabetes; delivers services to hundreds of communities; provides objective and credible information; and gives voice to those denied their rights because of diabetes. Founded in 1940, our mission is to prevent and cure diabetes and to improve the lives of all people affected by diabetes. For more information please call the American Diabetes Association at 1-800-DIABETES (1-800-342-2383) or visit Information from both these sources is available in English and Spanish. For more information about Step Out or to register for an event near you please visit